August was another busy month in the world of SEO, social media, and Internet marketing. Google updated the way their local search results display, downgrading the 7-pack to a 3-pack as part of a redesign seeking to better optimize results for a mobile user interface. Obviously, this will mean fewer phone calls for anyone previously listed in results four through seven, and could have a lasting impact on small businesses in the coming months.
Although Google’s local search update was the major story, there were plenty of other items being discussed in August. Here are some of the top marketing articles that law firms should be aware of from the past few weeks:
As we’ve previously discussed, hiring an SEO company can be a daunting task. A recent article from Quicksprout hopes to make things a bit easier by providing 17 questions to ask before hiring an SEO company. On the opposite side of that coin, if you already hired a bad SEO company and have been penalized in the search results because you ran afoul of Google’s guidelines, there’s also a handy step-by-step guide to fixing any Google penalty.
Curious about what exactly influences your rankings in the local search results? Moz released the 2015 Search Engine Ranking Factors, and their annual study should shed some light on what site characteristics are most associated with higher rankings.
Doing more with less is one of the things that sounds great, but is easier said than done. Still, on the local level, there are definitely some ways to creatively market your firm without spending a ton of money. Search Engine Land’s recent article on “The 16 Secrets of Guerrilla Local SEO” offers some solid pointers.
With most law firms reporting that attorney bio pages are the most visited section of the site, conveying personality online can go a long way toward converting potential clients. Internet marketing expert Jeremy Schoemaker published a great post on how to let your personality show on your website to attract a bigger audience.
Getting great press is always a plus, but when you don’t get an editorial link, it can still feel like a failure on the SEO front. Search Engine Watch published an article showcasing 14 things to do when you get great PR but no editorial links. Obviously positive press attention is a good problem to have, but being able to leverage it into a positive SEO outcome can make it even better.
Lastly, and also from Search Engine Watch, is a quick assessment to ensure your SEO strategy isn’t going stale. It’s easy to fall into a rut, but by constantly searching for new opportunities and evaluating what is (and is not) working, you’ll guarantee your overall marketing mix remains relevant.
That’s it for this month, but as always, let me know if I missed anything by leaving a comment below.
About the Author: Jason Arango is the Director of Marketing for GJEL Accident Attorneys. He’s been involved in online marketing since 2007, and has worked with companies such as Village Voice Media and Clear Channel Communications.